The document discusses women and sports marketing. It argues that the default view is that sports are for men, and women in sports marketing are trained to think like men. Typical women's sports marketing involves entertainment for male readers, assuming women want to be like male athletes, or empowered lone women. These approaches often fail to recognize women or portray unrealistic standards. Instead, the document suggests focusing on how sports bring women confidence, friendship and a sense of community. Brands should understand how sports reflect a woman's self-image and world view. The opportunity is in permission for women to strive and find freedom through sports.
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She Says UK - Women and Sport Marketing
1. Winning Women
#winningwomen @shesaysuk
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2. Women & Sports
Apparel
@collynahart
collynahart@gmail.com
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3. Default
We all operate in a default mode of
sport = men’s sport.
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4. We are all male
Even as women working in sports
marketing we are trained to compete
with men, and therefore to think and
operate like men at work.
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5. 3 kinds of sports
marketing “aimed at
women”
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9. AKA: “If the
best athlete
uses it,
women will
want to be
like her.”
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10. Why doesn’t this work?
(Beyond not recognising her)
“I don’t want to look too sporty”
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11. Particularly in the UK, the media
has pitted athleticism and
femininity against each other.
Women are expected to choose.
The media likes women to be
simple.
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